Dentsu Unveils The Gen Z Effect: Shaping the Year of Impact

Dentsu has launched its latest thought leadership report, The Gen Z Effect: Shaping the Year of Impact, a bold exploration of how gen z is redefining content creation, consumption, and connection in today’s fast-evolving media landscape.

Drawing on exclusive data and insights from dentsu’s 2025 Media Trends report, this special edition takes a deep dive into the trends reshaping the future of media. Built with perspectives from dentsu’s own gen z experts and insights from Imagen Insights, a qualitative research company specialising in delivering what consumers are thinking – fast. Imagen provides qualitative insights in minutes to inform branding, marketing, and strategy, offering a compelling mix of voices shaping tomorrow’s media conversations.

Key topics include:

- The rise of AI-powered content and algorithmic planning.

- The surge of niche communities and their growing influence.

- The power of micro-moments and the real-world impact of connected TV.

Key stats include:

- 75% of gen z's do not watch live TV daily

- By 2027, 79% of all ad spend will be driven by algorithms

- 40% of US gen z’s look for reviews from online influencers

“Gen z isn’t just navigating the media landscape, they’re rewriting the rules,” said Nate Nicely, global chief marketing officer, Media, dentsu. “In talking to both gen z consumers and digital experts this report challenges brands and marketers to connect with a generation that is driving cultural and technological change.”

Cat Agostinho, co-founder of Imagen Insights added, “Gen z is not only shaping trends but setting the standard for how media is created, consumed, and shared. This report shows how gen z continue to push boundaries and redefine how brands need to connect in a world that thrives on innovation and immediacy.”

The Gen Z Effect is essential reading for businesses looking to understand and engage with this influential generation in ways that resonate.

​Download your copy today and start shaping conversations that count.